Creative optimization techniques for media placement using The Circle (OVA) can increase results by as much as 50% for real estate businesses.

After recovering from the COVID crisis, the real estate sector must adapt to consumers in the New Normal era, where lifestyles have changed.

Everyone is spending more time on online platforms, whether shopping online or consuming content for entertainment. Marketers have clearly seen that advertising traffic in the online marketplace has increased significantly, especially in the highly competitive real estate industry, while demand has not grown as expected.

This raises the question: how can we close sales after the COVID crisis?

What is creative optimization using The Circle (OVA) model, and how should it be done?

O: Outstanding Ads (Make ads stand out)

Have marketers ever wondered why real estate ads all look so similar? Sometimes they even cram promotional text into a single banner. Start by identifying the “highlight” of your project and turning it into a banner with greater impact on social media.

For example, if you want to promote a new premium project worth tens of millions located near the BTS in the city center, your selling point should not be just a picture of one house surrounded by trees. Try adding the sense of community around that location, or emphasize convenience with visuals near the BTS. Create ad formats that feel more like a story through dynamic ads, and use motion techniques that help increase your CTR (click-through rate).

V: Variety of Banner (Create a variety of creative formats)

Research on real estate consumer behavior shows that the purchase decision period lasts around 10 weeks. That means you need enough options to persuade consumers to choose you before competitors close the sale. This is why having more banner variations matters, because each person has different preferences.

We recommend starting from consumer insight so you can see the true direction of consumer demand. Once the data is laid out, you will see that the benefits consumers want are such that “you cannot rely on a single banner.” In terms of media optimization, to achieve the best results, ads must match consumer needs in order to attract attention and improve performance.

A: Always Optimize (Optimize ads consistently)

After creating multiple outstanding creative versions, the next step is optimization to determine which creative or benefit resonates better with consumers. This can reduce cost per result by as much as 20–30% and ensure that advertising budgets are used in the most worthwhile way.

In summary, the three OVA techniques are:
O: Make ads stand out
V: Create a variety of creative materials
A: Optimize consistently

These will improve the effectiveness of ad campaigns and reduce cost per lead efficiently.

If your brand has limitations or questions about applying the OVA technique to your business, you can receive a free consultation from YDM Thailand’s Media Optimization team.